In this presentation, Kathleen presented her research in global social media that included a case study on the Lionbridge global social media survey. She describes the lessons learned in developing a survey in 20 languages and using social media — including blogs, Twitter, LinkedIn, Facebook, and e-mail — to distribute it. She also takes a look at the language factor and how companies are addressing it (or not) in their social media outreach, providing new insight as to how the world is using social media.
Global Social Media –The Language Factor Presented by Kathleen Bostick Hosted by Siobhan Hanna Join the conversation on twitter #LIOX @Lionbridge Sept. 2010 Housekeeping Disable pop-up blockers (recommended) ‘Help’ button on the webinar console or http://webcast.on24.com/clients/help/index.html Request slides: email@example.com, firstname.lastname@example.org ‘Question’ box in lower left corner Follow-up email with link to on-demand recording Introductions Kathleen Bostick Vice President of Global Marketing Kathleen.email@example.com @kathleenbostick Siobhan Hanna Global Program Director Siobhan .Hanna@lionbridge.com About Lionbridge Global Scale Market Leadership 4300 employees, 26 countries Leader in $14B services industry • Local Business & Project Management • Creating • Global network of 25,000 translators • Adapting • Content development centers in India, • Translating USA, Finland, and UK -Content for international markets Technology + Innovation Global Clients Best practices and great ideas based on experience Recurring relationships with • Authoring Assistant, Online Review Tool, 500+ global clients Content Integration and Authoring Tool, • 80% of revenue from recurring clients Rich Media, Globalization@SourceSM • 12 of the Fortune 20 companies are clients Webinar Agenda 1 The Global Social Media Landscape 2 What The Fortune Global 500 Are Doing 3 How Businesses Are Using Social Media 4 The Language Challenge What Is Social Media? Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. - Wikipedia What Is Social Media? social media is a conversation social media hi what's up? What Is Social Media? social media is also your online reputation social Love media He said her! what? Content Is King Without Content there is no need for Social Media • What will you talk about? Without Social Media, how will anyone find your Content • What’s the point of putting content up if no one knows about it? It’s important to understand that these go hand in hand as part of a your Content Marketing Strategy Social Media Ecosystem Blogging Video Data Social Visualization Networks Online Advertising Languages of Internet Users 2010 Most of the 1.96 Billion Internet Users… • Do not live in the U.S. • Do not speak English as a native language Same goes for the 100 million people that go online for the first time every year Source: Internet World Stats, June 2010 Global Landscape of Social Networks Dec. 2009 Top 10 Social Networking Markets Facebook #1 in 8 of top 10 markets United States Canada Australia Italy Spain United Kingdom France Germany Other Social Media Networks Russia – V. Kontakte China - QQ Source: Brian Solis Blog – Feb. 2010 Leading Social Networks in Other Markets It’s NOT all about Facebook! Orkut – Brazil Mixi – Japan Hi5 - Mexico, Peru, Portugal, Romania, Thailand, Mongolia Lide - Czech Republic Maktoob - Libyan Arab Jamahiriya, Oman, Saudi Arabia, Yemen Cyworld - South Korea Skyrock - Guadeloupe, Martinique Nasza-klasa - Poland Iwiw - Hungary Friendster - Philippines Hyves - Netherlands One - Lithuania Draugiem - Latvia Wretch – Taiwan Zing - Vietnam Source: Brian Solis Blog – Feb. 2010 China’s Top Four Social Networks Source: Kai Lukoff, Analyst, Blogger Insight – April 2010 Top 100 Fortune Global 500 Social Media Study Most Global Companies Use At Least One Social Media Platform 79% of the top 100 use at least one of these social media platforms Twitter, Facebook, YouTube, Corporate Blogs Sample –Top 100 Fortune 20% are using all 4 platforms Global 500 29 U.S. companies 48 European companies 20 Asia-Pacific companies 3 Latin American companies Source: The Global Social Media Check-up 2010 Burson-Marsteller Evidence-Based Communications – March 2010 Fortune Global 500 find value in Social Media Twitter is the most popular social media tool 70%+ U.S. & Europe companies have Twitter accounts Only 40% of Asian companies are on Twitter 42% percent of global companies are being tweeted about Global companies with Twitter accounts have an average of 4.2 accounts each AT&T, Nokia, KLM and Samsung have at least 15 accounts each Primary Use • News/Promotional info • Product Info • Customer Service • Research • Job Postings Source: The Global Social Media Check-up 2010 6 Languages Burson-Marsteller Evidence-Based Communications – March 2010 AT&T has Multiple Twitter Accounts Twitter Statistics – April 2010 Twitter on Paper Taking Twitter Global Companies that offer Twitter pages across multiple countries/languages include: • BestBuy • Starbucks • KLM • Kodak 60%+ “tweets” are not in English Next most popular •Japanese - 10% tweets •Brazilian Portuguese Twitter International Statistics Percent of Site Traffic Source: website-monitoring.com April 2010 Community Translation Project Progress To-date The 2010 World Cup: a Global Conversation 2010 World Cup: a Twitter timeline [image created by @miguelrios] The 2010 World Cup: a Global Conversation The World Cup final represented the largest period of sustained activity for an event in Twitter’s history. During the game’s final 15 minutes, the Tweets Per Second (TPS) jumped to more than 2,000 TPS. Spain’s winning goal in the final scored 3,051 TPS! During the final, people from 172 countries tweeted in 27 different languages. At the moment of the winning goal, people from 81 countries tweeted in 23 different languages. [image created by @miguelrios] Taking Twitter Global KLM has 17 + Twitter Accounts 32,000 followers Personalized – host 17+ separate profiles What are they talking about? in-country • Promotions • Customer Service • Relationship building Taking Twitter Global KLM has 17 + Twitter Accounts Over Half of Top Fortune Global 100 Have facebook Fan Pages 500+m facebook users with over 50% outside of the U.S. U.S. companies are the most prominent Asian company pages are focused on western stakeholders Average number of fans: 40,000 Surged past Yahoo Feb. 2010 and is now #2 most popular site in U.S. Most companies post company news, product promo & news targeted at consumers Fan pages provide a venue for fans to voice opinions New geo-location – Facebook places 70+ Languages Source: The Global Social Media Check-up 2010 Burson-Marsteller Evidence-Based Communications – March 2010 Facebook’s Top 10 Languages 52% English 15% Spanish 5% - Turkish, French, Indonesian 3.9% Italian U.S. Companies are the Most Likely to Have YouTube Entertainment/electronics & auto companies are most likely to have channels The majority of these companies have updated with video in the last month Search engines LOVE video! 19 countries 12 languages Source: The Global Social Media Check-up 2010 Burson-Marsteller Evidence-Based Communications – March 2010 Blogs Are Most Popular in Asia-Pacific One-third of the Fortune Global 100 companies have active blogs 83% of European & 77% of Asia-Pacific bloggers posted updates in last month Only 11% of U.S. have posted updates Source: The Global Social Media Check-up 2010 Burson-Marsteller Evidence-Based Communications – March 2010 The Challenge of Multilingual Blogs & Local Content Multilingual blogs are multiplying, though slowly • Many companies host blogs for different markets • Growth rate is slow compared with Twitter and Facebook • Blogs take a lot more time and effort but payoff in SEO – “trusted” China Dominates the World of Blogging Source: Global Webindex – Wave 2 Contribution is Becoming Mainstream Social Media Wheel 09/10/09 China’s Social Media Map Global Social Media Platforms May Vary by Country… … But the same activities are taking place! • Photos • Social Networks • Blogs • Microblogs • Videos • Reviews • Games • Music How Global Companies Are Using Social Media Marketing PR, News, Communication, Promotions, Brand Awareness Customer Service Listening Recruiting Research Communities Humanizing Cisco Uses Social Media to Launch New Product -This single project, shaved six figures off its launch expenses and set a new precedent for future product launches -Classified as one of the “Top 5 launches” in company history -It was a crossing the chasm point as far as the adoption phase of social media and internal acceptance. LaSandra Bril Sr. Mgr. Global Social Media Cisco Source: Casey Hibberd, Social Media Examiner, Aug 30, 2010 Customer Support in Social Media The Single Best Place to Focus Your Efforts! “A recent study showed that customers were willing to pay 9% more for social support. “ Paul Dunay, Global Managing Director of Services & Social Marketing Benefits of Social Support Reduced customer churn Increase retention rates faster than any other program we have ever seen before A Forrester study showed that customers actually prefer a better customer experience compared to everyday low prices, and moreover Great customer experiences drive positive word of mouth! Source: Paul Dunay Blog post – May 2010 Social Media is Changing the Way Companies Communicate Around the World …they allow companies to engage local markets more cost effectively- by allowing content creators to connect directly and instantly with their communities . John Yunker, Byte Level Research The Language Challenge Blogs and Communities Where does the content come from? Do you translate, create new or use a hybrid approach? How do you determine which content to translate? How do you get your in-country team members excited about creating local content? What skills are needed? What about translating local content into other languages? What kind of quality is acceptable for blog translation? Will readers forgive less than perfect quality? Does Machine Translation provide "understandable" content with no human ….review? Who moderates the comments on all the blog posts? Where do you host the blog? Better SEO results in-country The Language Challenge Multilingual Microblogging – i.e. Twitter Do you create a profile in every country? • How do you manage this? What is the local etiquette? Who creates localized messages to send? Who listens/monitors the conversation around your brand in different languages? How do you join the conversation? Using Twitter Tools to Translate Tweets TweetDeck tweetmeme Hootsuite iphone twaitter twanslate twieee twinslater tweetrans twenglish Practical Tips to Get Started Getting Started: B to B Marketing Develop Your Strategy – Don’t try to do it all. “Engage. Educate. Excite. Evangelize” - Jeffrey Hayzlette • Find enthusiastic employees to function as your in-country champion. • Get input from your in-country resources – which platform (s) makes sense? • Which countries? • What activities will you focus on? • Marketing • Customer Support • Research • Listening • Centralize vs. Decentralized approach • What can you do centrally and what needs to be local? Making your Blog Multilingual Make sure your blog is on a platform that can handle multiple languages. Centralize • Which content has a long shelf life and is relevant to which countries? • What content do you have that can be translated now? • Develop a plan for future blog posts • Implement technology to help manage the translation process Decentralize • Do you have local SMEs that can write content? • Have your in-country resource manage local content publication schedule • Assign POC to review all in-country comments and respond Is machine translation (MT) an option for your blog? This content will help you rank in organic search in-country! What About Microblogging? Twitter • Centralize • Marketing Content – sync with multilingual blog and tweet-translated content • Marketing Campaigns that are global can be translated ahead of time and scheduled • Use human or customized machine translation (MT) with post edit for outbound tweets • Use twitter translation tools to understand tweets • Decentralize • Original tweets created by in-country resources • Engage locally • Monitor the brand in-country and respond How does your company manage Social Media across multiple countries? Two Big challenges How do you best leverage social media resources from one country? How do you keep social media messages that are appropriate for just one market? Blog Post – Nate Elliott, Forrester, Sept. 1, 2010 Why the Future of Social Marketing is Global US dominance will start to wane and international social network ad spending will increase more rapidly. A global buy. As Facebook and other social sites expand their worldwide presence, they will become more attractive to marketers that want to buy ads across multiple markets. A survey of brand managers, conducted by Harris Interactive, 43% used Facebook to reach customers in local markets worldwide. Obstacles identified by brand managers • Difficulty of keeping country specific content fresh • Customizing the same content for multiple markets • Creating scalable campaigns across regions Source: eMarketer August 2010 Social Media Explained in 61 Words You can buy attention (advertising) You can beg for attention from the media (PR) You can bug people one at a time to get attention (sales) Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page. Blog by David Meerman Scott http://www.webinknow.com/2009/12/social-media-marketing-explained-in-61-words.html Social Media ROI Engagement is the new ROI or another way to look at it is “Risk Of Ignoring” Knowledge Center Download White Papers • Global Social Media Usage and the Language Factor White Paper • Strengthening Global Brands: Key Steps for Meaningful Communications around the World • Building a Global Web Strategy: Best Practices for Developing your International Online Brand View Webinars On-Demand • The Art and Science of Global Navigation • The Best Global Web Sites (and Why) • Mastering Multilingual Marketing Mark Your Calendars! RTTS: IBM and Lionbridge Real-Time Translation Technology Update Presenter: Kevin Perry September 16, 2010 12:00 p.m. EST, 6:00 p.m. CET Thank You! Kathleen Bostick Kathleen.firstname.lastname@example.org @kathleenbostick Siobhan Hanna Siobhan.email@example.com Lionbridge www.lionbridge.com http://blog.lionbridge.com http://twitter.com/Lionbridge http://www.facebook.com/L10nbridge
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